Former NFL receiver Brandon Marshall has built a small business empire since his playing days, founding the I Am Athlete media network and the House of Athlete fitness facilities. Now, he’s expanding the latter to reach a larger consumer audience.
On Monday, House of Athlete officially launched HOA+ — a holistic fitness app designed to mirror the services provided at HOA gyms in the privacy of home.
For $39.99 per month, members will have access to expert coaching and daily classes developed by elite athletes. At the $149.99 per month price point, members can have live, one-on-one personal training sessions.
“I spent more than a dozen seasons in the NFL, surrounded by some of the healthiest people on the planet. During that time, my experience having everything integrated and personalized, from training to nutrition to mental health, is really what enabled me to perform at the highest level and achieve my goals,” says Marshall. “HOA and now HOA+ provide that same opportunity to the masses.”
Like the brick-and-mortar HOA locations, HOA+ will provide services for members based on the company’s five pillars.
- Train: Fitness classes and training sessions.
- Fuel: Nutritious recipes and healthy eating tactics.
- Recover: Guided recovery classes that focus on breathwork and cooling down.
- Tribe: A global community that includes coaches and other members.
- Mental Health: Mental fitness classes and guided meditations.
The final pillar is particularly important to Marshall: The 38-year-old was diagnosed with borderline personality disorder in 2011 and has been very open about eliminating mental health stigma. Marshall is a mindfulness expert and will be one of the instructors for HOA+’s guided meditation classes.
The app is just another exciting step for HOA as it continues to expand: Earlier in January, the company announced a partnership with Tom Brady’s TB12 that will see the two companies operate joint locations in Weston and Tampa, Florida.
![Former NFL Coache Jon Gruden have a laugh while attending an NFL training camp session ten at the Miller Electric Center, Tuesday, Aug. 5, 2025, in Jacksonville, Fla. [Doug Engle/Florida Times-Union]](https://frontofficesports.com/wp-content/uploads/2026/07/USATSI_26781802_168422351_lowres-scaled-e1784132043881.jpg?quality=80&w=300)
